Błędy marketingowe w kontekście międzynarodowym

Abstract

The thesis discusses mistakes in international marketing that occurred in the last 50 years and analyzes the reasons they were considered mistakes. The companies described had direct issues with wrong slogans, product naming, lack of compatibility with a target country’s culture and laws, as well as simple translation mistakes. Such marketing mistakes led to serious consequences, including protests, lawsuits and boycotts, locally and worldwide. This analysis could help marketing experts in taking the necessary steps in international marketing and avoiding similar mistakes in the future. Pictures and graphs have been provided to better illustrate the cases and companies themselves.